Editor’s Spotlight

Supplementing Indie Beauty

By Deanna Utroske contact

- Last updated on GMT

Supplementing Indie Beauty
Color brands commonly branch into skin care and vice versa, fragrance brands have been known to add body care, and hair color brands regularly add care and treatment products to their portfolios. Today, beauty supplements are some of the most buzz worthy line extensions and raisons d'être, especially among indie brands.

The wellness and well beauty movements have created a real space of opportunity in the industry for beauty-from-within products. Beverages, effervescent tablets, pills, and capsules are coming to market regularly now and those beauty-from-within brands that have been around for a while are seeing the consumer appetite for such products grow.

Line Extension

The well lifestyle and skin care brand Well Within launched supplements just last month. “Well Within’s wellness philosophy is not one-dimensional nor centered on quick fixes—it’s all encompassing and ever evolving. We created INSIDE OUT SKIN WELLNESS supplement to be one part of a holistic lifestyle program to support healthy aging over the long term,” ​explains Renee Tavoularis in comments to the media.

The brands two supplements are vegan and formulated with plant-derived ingredients, such as grapeseed extract, rose hips, horsetail, and broccoli seed extract.

Nutricosmetics expert and founder of Nutribloom Consulting, Paula Simpson, sees the supplement category as strong growth prospect for indie brands. Simpson believes that “the rise in digital content and influencer campaigns offer brands an opportunity to educate and attain third party endorsement, without the high cost spend through traditional advertising channels.”

Read more of Simpson’s insights on the category in Trend Analysis: Nutribloom Consulting founder Paula Simpson on beauty-from-within on Cosmetics Design​.

Raison d'être

Tonik is a beauty brand that (at least for now) makes and sells only supplements—single-ingredient capsules, to be precise.

The Australia-based brand led by Pip Summerville makes Turmeric Capsules, Hemp Seed Capsules, Apple Cider Vinegar Capsules, and Coconut Oil Capsules. Each of these natural, organic ingredients is popular now in beauty product formulations. And with the drinkable tonics (both homemade and commercially produced) being so widespread today, the Tonik brand is unsurprisingly making headlines, landing enviable retail deals, and winning over consumers on both sides of the globe.

Learn more about the brand in this interview between Pip Summerville and Cosmetics Design​, filmed recently at IBE NY 2018.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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